Zepto’s Checkout Conundrum: Navigating Design Choice Architecture

I have a habit of ordering my groceries online, mainly from “Zepto” so I am well versed with the checkout process where I don’t waste time reading out all the information since my default payment mode is saved. But today was different, and left me confused as of to why would they make this design decision.

I added my groceries to the cart and proceeded through the checkout process, guided by the familiar mental model I’ve used countless times. However, today, I navigated through the process quickly, out of habit, without noticing the change to two distinct payment options. Accidentally, I clicked on the ‘Pay by Cash’ option, which was strategically positioned where the ‘Proceed to Checkout’ button used to be. Now, this button typically led to a page displaying my default payment mode but this time it straight away placed my order without any confirmation.

Zepto Old Checkkout Process (left), Zepto New Checkout Process (right)

Unintentionally, I placed the order without realising the change and found myself in a predicament; I had no cash at home to pay for the groceries upon delivery.

Now this got me thinking, why would Zepto decide to make “Pay by Cash/UPI” ; paying on delivery, the default option? To grasp the rationale behind this choice, it’s important to delve into what ‘Default Choice Architecture’ is and why it’s used.

What is Default Choice Architecture?

The design approach where multiple options are provided but one is emphasized or set as the default is often referred to as “default choice architecture” or “default setting” in user interface (UI) design. This practice leverages the tendency of users to stick with pre-selected options, thereby subtly guiding user behavior towards the preferred or more operationally efficient choice. It’s a common technique in UX (user experience) design to influence decision-making processes in a way that aligns with business goals or user needs while still leaving options open for the user.

So, what could be these business goals/user needs that compelled Zepto to make this change and what are its implications on user behavior? It could be;

User Behaviour Implications:

• Ease of Use: By setting a familiar and straightforward payment option as the default, Zepto can reduce friction for users not accustomed to or skeptical about online payments.
• Habit Formation: Regular use of cash or UPI at delivery can reinforce payment habits, potentially making users more comfortable and likely to repeat purchases.
• Perceived Control: Users might feel a greater sense of control over their purchases with cash or UPI payments at delivery, as they only pay upon receiving the goods, which could enhance trust and satisfaction.

Business Strategy Implications:

• Market Inclusion: This approach includes customers who prefer cash transactions or who are hesitant about online payments, thus broadening the market base.
• Operational Resilience: Cash or UPI on delivery reduces dependency on digital payment gateways, which may be prone to failures or downtimes, ensuring smoother transaction completions.
• Customer Insights: By analyzing how often users switch from the default option to another, Zepto can gather insights into customer preferences and tailor their services accordingly.
• Reduction in Cart Abandonment: Users uncertain about committing to a purchase might be less likely to abandon their cart if they know that payment is due only upon delivery.

This what I think but only Zepto Product Designers and PMs can answer this question, so if any of y’all reading this, please answer this for me!

Conclusion

To conclude, many of us might share a similar experience to mine, conditioned by our routine interactions with online ordering systems where UPI payments are as commonplace as using cash once was. We navigate these platforms with a casual familiarity, treating digital payments almost as if they aren’t real money. Zepto’s introduction of a default option for cash or payment on delivery at a time like this suggests a couple of strategic motives: either they are attempting to cater to a segment of the population that still relies on cash transactions or perhaps they are exploring user behavior more deeply.

But why would Zepto want to delve into understanding user behavior through such a tactic? By analyzing how customers respond to the option of paying on delivery, Zepto can gather valuable insights into consumer payment preferences and trust levels with digital transactions. This information could help them optimize their service for reliability and user satisfaction, identify new market opportunities, or even tailor their marketing strategies to better meet the needs of diverse customer groups. Ultimately, this approach could lead to enhanced user engagement and loyalty, which are crucial in the competitive landscape of online retail.

Or perhaps, this is just a simple design decision with no underlying intent, and I’m thinking too much into it, lol.

Leave your comments on what you think about this decision, I’d love to hear your views!